Products, services and brands: building customer value - Services Marketing
6 important questions on Products, services and brands: building customer value - Services Marketing
Name the 4 characteristics in designing the business program?
2. Service inseparability
3. Service variability
4. Service perishability
What are the four characteristics that affect marketing of services?
2. Variability (heterogeneity); standardisation is minimal.
3. Inseparability; production and consumption happen simultaneously. It's difficult to replicate.
4. Perishability; services cannot be stored for later sales, mass production is not possible, it cannot be re-used etc.
The book distinguishes three types of service marketing: internal, exernal and interactive marketing. What's the difference?
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We can also classify services based on the theory of Wirtz and Lovelock. They distinguish the following four service types, elaborate on this.
1) People-processing
2) Possession-processing
3) Mental stimulus processing
4) Information processing
- services directed at people's bodies
- people & tangible actions
- E.g. Healthcare, transportation, lodging (onderdak)
2) Possession-processing
- services directed at physical possession
- possession & tangible actions
- freight transportation, repair and maintenance, laundry and cleaning.
3) Mental stimulus processing
- services directed at peoples minds
- People & intangible actions
- Education, advertising/PR, psychotherapy.
4) Information processing
- services directed at intangible assets
- Possessions & intangible actions
- Accounting, Banking, Legal services
Of which 5 elements does the service profit chain consist?
2. Satisfied and productive service employees
3. Efficient service delivery
4. Satisfaction of loyal customers
5. Sustainable service growth and profit
What is interactive marketing?
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